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Everyone in classical music is being told that digital is the future – digital screens and devices are where the wider audience is spending its time. So digital work is meant to build audiences, create new kinds of content, increase participation, even generate new sources of income. In reality, doing it can be expensive, time consuming and the classical world tends to make very conservative content. And – really – very few people are making money from it. So, what is working – what should we try and what should we have the courage not to do? What can we learn from other industries that are more commercial on how to go about it?